Mamaway Rebranding

Jo Chen

Taiwanese maternity brand Mamaway carried out a major rebranding exercise using online to connect with younger mothers outside its Taiwan and China heartlands.

Campaign details

Brand: MamawayBrand owner: MamawayLead agency: Isobar, Dentsu Aegis Country: TaiwanIndustries: Clothing & fashion retailMedia channels: Online display, online video Budget: Up to 500k 

Executive summary

Mamaway is a Taiwanese maternity brand which focuses on helping mothers with their breastfeeding problems. After 13 years' development, as its business had expanded and with consumers getting younger, the brand needed to reposition itself with a more comprehensive strategy and creative idea that reflected its broader product line and the ideology of today's consumers.

Building on the increasing need of women to...

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